Competitive Landscape
Kp Tissue Inc Accelerates Share Gains through Brand Loyalty and National Reach
Retail tissue in Canada is moderately concentrated, with the top three companies, KP Tissue Inc, Procter & Gamble Inc, and Irving Tissue Corp holding a combined share of 57% in 2025, up from 44% in 2020. Over the review period, the industry has become more concentrated, as KP Tissue Inc (within Kruger Inc) expanded its lead from 27% to 31%, while Procter & Gamble’s share remained relatively stable at 15%.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Canada with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Retail Tissue industry in Canada, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Retail Tissue in Canada report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Retail Tissue in Canada?
- Which are the leading brands in Retail Tissue in Canada?
- How are products distributed in Retail Tissue in Canada?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Retail Tissue products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Retail Tissue in Canada - Category analysis
Key Data Insights
Premiumisation Boosts Value Sales Amid Economic Constrains
Premiumisation Boosts Value Sales Amid Economic Constrains
Enhanced Comfort and Absorbency Drive Toilet Paper and Pocket Handkerchief Growth
Premium Innovations and Value-Seeking Define Consumer Behaviour
Premium Brands to Aid Growth in Paper Towels and Facial Tissues
Omnichannel Strategies and E-Commerce to Continue Influencing Growth
Kp Tissue Inc Accelerates Share Gains through Brand Loyalty and National Reach
Supermarkets and Hypermarkets Drive In-Store Leadership as Online Shopping Gains Ground
Tissue and Hygiene in Canada - Industry Overview
Brands Balance Premium Push with Demands From Cost-Conscious Consumers
Key Data Insights
Brands Balance Premium Push with Demands From Cost-Conscious Consumers
Consumer Demand for Gentle and Clean Wellness Solutions Continues
Sustainable Demands Expand Eco-Friendly Menstrual Care
Premiumisation to Drive Growth through Retail Tissue and Adult Incontinence
Retailers to Strengthen Omnichannel Strategies as E-Commerce Accelerates
Continued Sustainability Focus to Reshape Product Development and Consumer Loyalty
Procter & Gamble and Kruger Strengthen Brand Leadership through Broad Retail Reach
Supermarkets and Hypermarkets Retain In-Store Strength
E-Commerce Accelerates as Direct-To-Consumer Brands Shift Online Shopping Habits
Country Reports Disclaimer
The following categories and subcategories are included:
Retail Tissue
- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Retail Tissue research and analysis database.
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